Untangling Tourism Tech

Episode 22: GPT 6 Astra: AI Just Took the Mouse

ChatGPT 6 Astra landed on 3 September and it uses your computer the way a staff member would: the mouse moves, the forms fill, the work gets done. In Episode 20 Fabienne Wintle and Liz Ward said that full autonomous agents were perhaps two to five years away. Ten weeks later, here one of the first, inside your ChatGPT. This episode is the plain-English version: what Astra is, what it costs, why a $300-a-month licence is cheap if you understand what it replaces, and what has to be in place before you switch it on. Topics covered: Computer use: AI that operates your desktop, learns a task from a screen recording, and no longer needs you to be tech savvy Where the market sits: ChatGPT at 1.1 billion monthly users and losing share to Gemini, while DMO traffic keeps sliding into AI answers Tiers, modes and the senior-lawyer rule: why you do not use Astra for everything, and why the desktop app matters A South Australian restaurant, low social engagement, and the return on a $300 licence The potholes: no password manager, shared calendars and messy setups are what stop Astra, not Astra "We're on Microsoft 365 so we can't use ChatGPT": what Copilot does well, where it stops, and the Word-without-Canva problem for council tourism teams Safeguards first: a published AI policy, prompt injection, and the passports sitting in your inbox Compass move O: get regional knowledge out of heads and digitised, or the agent will make it up Next up: agent-to-agent commerce and why your website has to become a database Tourism Tribe helps tourism operators and destination marketing organisations stay ahead of AI and technology change. Find the Compass AI Playbook for DMOs and more at tourismtribe.com. Subscribe to Untangling Tourism Tech for a new episode every few weeks.

Episode 21: Google Business Profiles Are Doing Your DMO’s Job Now

Most DMOs call Tourism Tribe wanting to fix their website. Fabienne Wintle and Liz Ward explain why that's the wrong question. When you ask AI such as Google or Gemini where to eat or stay, the answer comes straight from the operator's Google Business Profile, not the DMO's website or directory. In this episode, they get real about what's actually working with DMOs in the early stages of AI transformation. Topics covered: Why the regional tourism directory has lost its role as the "golden child" of DMO marketing The shift from humans searching to AI agents talking to other agents on your behalf The Compass framework and making destination knowledge queryable, not just crawlable The AI Digital Health Check: a practical tool giving operators and DMOs a clear read on discoverability and bookability Why closing the loop matters more than getting AI to draft a review response The real signals behind Google Business Profile rankings: get-directions clicks, dwell time, busy-times data, and login frequency What DMO staff building genuine AI skill and confidence actually looks like Fabienne and Liz are also running two DMO-only webinars on the Compass framework and how to avoid the costly mistakes of an AI transformation journey: Tuesday 18 August at 1pm and Wednesday 19 August at 4pm. Tuesday, 18 August, 1-2 pm → Register now Wednesday, 19 August, 4-5 pm → Register now Tourism Tribe helps tourism operators and destination marketing organisations stay ahead of AI and technology change. Find the DMO AI Playbook and more at tourismtribe.com. Subscribe to Untangling Tourism Tech for a new episode every few weeks.

Episode 20: What AI Search Means for DMOs

Destination marketing organisations are losing visibility they can't see in the numbers. Fabienne Wintle and Liz Ward sit down to unpack why DMO website traffic is dropping by an average of 30%, even as AI tools like ChatGPT and Gemini keep sending travellers information pulled straight from DMO content. They walk through what's actually happening in the server logs, the framework in Tourism Tribe's DMO AI Playbook, and why the travel purchase cycle is compressing into a single AI-assisted session. Topics covered: Zero-click search, the "invisible surge," and why it doesn't show up in Google Analytics Reading server logs to separate AI indexing bots from live-retrieval bots Using Cloudflare to track bot activity without blocking the bots that matter The Compass Model in Tourism Tribe's DMO AI Playbook Crawlable versus queryable content, and why digitising internal knowledge is now the priority How ChatGPT's retreat from travel bookings and Google's agentic shopping push are reshaping the travel purchase cycle What any DMO, regardless of size, can do now to protect its value Tourism Tribe helps tourism operators and destination marketing organisations stay ahead of AI and technology change. Find the DMO AI Playbook and more at tourismtribe.com. Subscribe to Untangling Tourism Tech for a new episode every few weeks.

Episode 19: The Trip Planner That Actually Books

AI can inspire a trip in seconds. Getting tourists to actually book those experiences has been a different story. In this episode, Liz Ward talks with Daniel Blickling and Dhruv Sharma from Traveloris, a B2B AI trip planner that does something most tourism tech has only promised: it generates personalised, locally-informed itineraries and handles live booking in the same session. Topics covered: - How the travel purchase cycle has shifted more in the past two years than in the previous 25 - What Traveloris is, how the widget works, and why the B2B model makes it low-risk for operators - The three-year journey to crack live booking across 25+ booking channels - A live demo of the Cairns Discovery Tours trip planner - Why ChatGPT pulling back from travel fulfilment opens the door for specialist tools - Practical advice for DMOs on turning high-intent LLM referral traffic into bookings - What's coming next: accommodation booking and a chat analytics agent - Tourism Tribe's AI Playbook and Pocket Rocket app for tourism operators Daniel Blickling is the founder of Traveloris (previously Traveler AI), with a background in aerospace avionics engineering and head of innovation technology at British Airways. Dhruv Sharma is the product manager, previously a strategy consultant at Boston Consulting Group and product lead at Telstra. Tourism Tribe helps tourism operators stay ahead of technology and AI. Find out more at tourismtribe.com. Learn more about Traveloris at traveloris.com.

Episode 18: From L-Plates to AI Boss

Most tourism operators have tried AI. Fewer know what to do next. In this episode, Fab and Liz unpack the AI "driver's licence" journey, from basic ChatGPT prompts to building autonomous agents that do your work while you sleep. They cover: Where most operators and DMO staff are sitting right now with AI (hint: 80% are on L-plates) What moving to your P-plates actually looks like: custom GPTs, Gemini image editing, AI video tools Fab's "Robin" agent that writes social media reel scripts from a single idea How Liz swapped her old workflow for NotebookLM and Gamma.app to produce polished presentations fast What working on your full open AI licence looks like: building agents that run on a separate machine and report back via Telegram A real-life tour operator case study: how to automate a 30-minute manual booking process using AI and existing systems Whether you're just getting started or wondering what's possible beyond ChatGPT, this episode will show you where the road leads. Links: Tourism Tribe: https://www.tourismtribe.com Podcast page: https://www.tourismtribe.com/podcast Pocket Rocket: https://my.tourismtribe.com NotebookLM: https://notebooklm.google.com Gamma.app: https://gamma.app

Episode 17: From AI Brains to Digital Doers

Welcome to the 2026 season premiere of Untangling Tourism Tech! In this episode, Liz and Fab dive into the massive technological shift currently reshaping the tourism landscape: the move from static AI models to active, goal-oriented AI Agents. If 2023 was the year of the "Chatbot," 2026 is officially the year of the Digital Doer. Inside this episode: Brain vs. Body: Learn why Large Language Models (LLMs) are like a static "brain" that just waits for a question, while AI Agents act as the "body" that can actually perform tasks, follow rules, and execute a playbook. The Agnes Water Case Study: We revisit the famous Paperbark Walk to explain how old AI models fail by giving outdated advice, and how new AI Agents can fix misinformation loops by checking real-time data. Agent Legibility: Discover why the new priority for Destination Marketing Organisations (DMOs) isn't just "pretty websites," but creating "legible" data that AI Agents can find and use. Digitising Local Knowledge: How regional tourism can maintain its competitive edge by turning the "lived experience" and "soul" of local staff into machine-readable formats. The Google Evolution: A look at how Google Workspace is moving beyond simple search to become an integrated business assistant that understands your emails, documents, and back-office operations. Key Takeaway: Don't wait for the technology to be "perfect." The tools are already "plug and play". This episode is your guide to taking small, progressive steps to ensure your destination remains relevant and sustainable in this new era of AI partnership.

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Episode 16: Stop waiting for perfect and hit record

This episode gets real about why short, simple video is the fastest way for tourism operators to grow their reach and why perfectionism is costing them visibility. Liz and Fab break down practical ways to repurpose content, use smart AI tools without losing your voice and stay ethical and transparent in an AI driven social landscape. It’s a no nonsense chat that shows operators how to show up confidently on camera, keep their humanity, and let tech do the heavy lifting without taking over.

Episode 15: Social Media’s AI Glow-Up

In this episode of Untangling Tourism Tech, Fabienne and Liz unpack how AI is reshaping what works (and what doesn’t) on social media for tourism businesses. From Reddit threads making a comeback to Google surfacing Instagram posts, they reveal why authenticity and human connection are now the ultimate algorithms. Learn how to keep your content real, consistent, and confidence-building — even when AI seems to run the show. Tune in for practical, no-fluff strategies to make your social media shine in the age of AI

Episode 14: AI Spoofs, Scams & Scares

It looks like you. It sounds like you. But it’s not you. In this eye-opening episode, Liz and Fab dive into how AI is supercharging scams, making it easier than ever for cybercriminals to spoof your email, clone your voice, and trick your team or customers. From real tourism industry examples to practical cybersecurity tips, we explore what every operator needs to know about email spoofing, voice cloning, and how to secure your digital doorway.

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Episode 13: AI or Die - The Wake-Up Call for Tourism Organisations

AI is the new front desk for travel planning – and if your tourism business isn’t showing up in ChatGPT, Gemini, or Bing’s new AI results, you might already be invisible. 😬 In this episode, Fabienne Wintle and Liz Ward break down what AI-driven search really means for tourism organisations and how to future-proof your website and digital content. You'll learn: ✅ Why travellers are ditching traditional search engines ✅ The unexpected resurgence of Bing (seriously!) ✅ What AI platforms like ChatGPT and Gemini are really looking for ✅ 6 actionable tips to boost your AI search visibility ✅ Why FAQs, fresh local insights, and storytelling matter more than ever Whether you're a regional tourism body or a small operator, this episode is your must-have roadmap for surviving – and thriving – in the AI-powered travel era. Hit play and start optimising today.

Episode 12: AI Search - Found or Forgotten

AI is the new front desk for travel planning – and if your tourism business isn’t showing up in tools like ChatGPT or Gemini, you might already be invisible. 😬 In this episode, Fabienne and Liz break down what AI search really means for tourism operators and how to get your website and digital assets AI-ready. They cover: ✅ Why travellers are using AI tools instead of traditional search ✅ The surprising comeback of Bing (yes, really!) ✅ What ChatGPT and Gemini prioritise in your content ✅ Six practical ways to optimise your website for AI visibility ✅ The power of FAQs, fresh local content, and telling your story If you want to be found, not forgotten, tune in and take notes – this episode is your cheat sheet to staying visible in the AI-powered travel future.

Episode 11 - Gemini, Google, and Gameplans

In this episode, Liz Ward and Fabienne Wintle dive into the rise of AI search and what it means for tourism businesses. With Google’s market share dipping for the first time in a decade and Gemini stepping up, the search game is changing fast. We unpack why Google Things to Do is critical for tours and activities, why rich, detailed product content matters more than ever, and how operators can stay ahead by using AI tools to boost visibility and direct bookings. It’s a must-listen for tourism businesses ready to adapt, get smarter, and get found in the AI era.

Episode 10 - AI Agents, Grok 3 & getting your 5K marketing plan for free

In this episode of Untangling Tourism Tech, Fabienne Wintle and Liz Ward explore the latest AI tools shaping the tourism industry. They dive into the strengths of ChatGPT, Grok, and Perplexity, highlighting how these tools can enhance marketing, research, and coding workflows. Discover how Grok excels in coding and logic, Perplexity provides reliable, up-to-date research, and ChatGPT streamlines marketing plan development—including crafting a USP, customer persona, content themes, and social media schedules. They also discuss the emerging role of AI agents, their potential for automation, and the importance of reviewing AI-generated content for accuracy and brand alignment. Whether you're looking to boost efficiency, enhance marketing strategies, or stay ahead of AI developments, this episode offers valuable insights for tourism businesses.

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Episode 9 AI Tools To Save Time and Boost Marketing

In this episode of Untangling Tourism Tech, Fabienne Wintle and Liz Ward explore powerful AI tools that are helping businesses save time and enhance marketing efforts. From Google Meet's AI note-taking feature to Veed.io's video editing capabilities and Grok AI’s summarisation of news on X (formerly Twitter), discover practical solutions for streamlining workflows and staying ahead of the competition. Tune in for insights on integrating AI into your operations and customer experience strategies.

Episode 8 Chasing Tourism Excellence

Welcome to Episode 8 of Untangling Tourism Tech! In this episode, we’re diving into the world of tourism excellence, with insights straight from former tourism award judges on what it really takes to succeed. 🔍 Why Listen? Learn how to navigate the tourism awards process like a pro! Discover tips from ex-judges on how to craft a winning submission, from tracking online reputation to showcasing innovation and sustainability. This episode will help you set the foundations for excellence, whether you’re aiming for gold or just want to elevate your business operations. 📊 Key Highlights: Online Reputation: Why your TripAdvisor and Google ratings are critical, and how to hit that magic 4+ star average. Business Planning: How to align your goals with regional tourism strategies and impress the judges with solid planning. Marketing Evidence: The importance of backing up your strategies with data, even as a small business. Sustainability and Ethics: Why contributing to your community and reducing your environmental footprint is now more important than ever. 👥 About the Judges' Tips: Our special focus is on the expert advice from judges who have seen it all. These tips can help businesses of any size excel in their award submissions and elevate their overall business practices. 🚀 Get Started: Whether you’re a tourism operator thinking of entering the awards or looking for ways to fine-tune your business, this episode is packed with insights you can act on now. 🎧 Listen Now and Subscribe! Don’t miss future episodes of Untangling Tourism Tech. Hit subscribe and turn on notifications to stay updated on all the latest in tourism innovation! #TourismExcellence #TourismAwards #BusinessSuccess #UntanglingTourismTech

Episode 7 AI Innovations and Expert Directory

Welcome to Episode 7 of "Untangling Tourism Tech"! We're coming to you from the Tourism Innovation Forum at the Brisbane Convention and Exhibition Centre, where we're diving into the latest in tourism technology and innovation. 🔍 Why Watch? Discover cutting-edge AI applications in tourism, from itinerary generators to advanced booking tools. Learn about TRVLR.AI, an app revolutionising trip planning and booking with AI. Get an inside look at the newly launched Tourism Tribe Expert Directory, designed to connect tourism operators with top industry experts. 📊 Key Highlights: AI Everywhere: Every innovation at the forum involves AI, transforming how tourism services are delivered. Practical AI Tips: How tools like ChatGPT are saving time in content creation and programming. TRVLR.AI: A game-changing app for seamless travel planning and booking. Expert Directory: Introducing a peer-recommended resource to find qualified consultants and service providers in the tourism industry. 👥 About the Forum: The Queensland Government’s Tourism Innovation Forum brings together industry leaders and tech innovators to showcase the latest advancements in tourism technology. 🚀 Get Started: Whether you're a tourism operator, tech enthusiast, or simply curious about the future of tourism, this episode is packed with valuable insights and practical tips. 🎧 Listen Now and Subscribe! Don't miss out on future episodes of "Untangling Tourism Tech." Hit the subscribe button and turn on notifications to stay updated! #TourismTech #AI #Innovation #TourismIndustry #TravelPlanning #ExpertDirectory #UntanglingTourismTech

Episode 6 Data driven DMOs with Lou Clifton

Welcome to Episode 6 of "Untangling Tourism Tech"! In this episode, we dive deep into the world of data and analytics in tourism with Lou Clifton, General Manager of Blue Mountains Tourism. 🔍 Why Watch? Discover how Local Tourism Organisations (LTOs) like Blue Mountains Tourism leverage data to demonstrate their value to councils and visitor information centers. Learn practical tips on setting up and interpreting Google Analytics to improve your tourism marketing strategy. Understand the importance of tracking key events and conversions to measure the success of your marketing efforts. 📊 Key Takeaways: The role of analytics in demonstrating ROI and making data-driven decisions. Overcoming the challenges of implementing analytics with the right tools and expertise. Educational insights for tourism managers to present clear, actionable data to stakeholders. 👥 About Our Guest: Lou Clifton shares her journey from PR and press office work in the UK to managing one of Australia’s iconic tourism destinations, the Blue Mountains. Lou’s expertise highlights the transformative power of analytics in promoting and protecting world heritage areas. 🚀 Get Started: Whether you're a tourism operator, a DMO manager, or simply interested in the intersection of tourism and technology, this episode is packed with valuable insights to help you harness the power of data in your marketing efforts. 🎧 Listen Now and Subscribe! Don't miss out on future episodes of "Untangling Tourism Tech." Hit the subscribe button and turn on notifications to stay updated! #TourismTech #DMO #Analytics #TourismMarketing #BlueMountains #DataDriven #TourismInsights

Tripadvisor awards and general collabs

Episode 4 - Wellness, Website Security, and Winning USPs

In this episode, Fab and Liz dive into three main topics: Business Success Hack: Liz shares an inspiring story about a caravan park on the Gold Coast that prioritises staff wellness. The General Manager has implemented a policy where park managers work only five days a week with standard hours, promoting a healthy work-life balance. This approach has led to higher job satisfaction, lower turnover, and significant financial benefits for the business. Avoiding a Common Business Horror Story: Fab talks about a recurring issue where businesses lose access to their websites because they lack proper administrative logins. They emphasise the importance of maintaining full access credentials to your website, domain, and control panel to prevent such crises. Fab shares a real-life example of a client who faced this issue and provides tips on risk management for digital assets. Creating a Unique Selling Proposition (USP): Liz and Fab explain the importance of having a clear USP, which is essential for effective communication and marketing. They describe a process for developing a USP, including understanding the value your business offers, identifying your ideal customer, and using tools like ChatGPT to refine your USP. Practical advice is given on where to display your USP, such as on your website, business cards, social media profiles, and email signatures. Throughout the episode, Liz and Fab engage in a lively conversation, sharing valuable insights and practical tips to help businesses succeed. They also encourage listeners to suggest topics for future episodes and highlight the importance of consistent messaging across all platforms.

Episode 3 - Reimagining Destination Marketing

In this episode, Liz Ward and Fabienne Wintle explore the evolving landscape of destination marketing and share strategies for DMOs to achieve financial independence and enhance visitor experiences. Drawing from their presentation at the Local Government New South Wales Visitor Economy Conference, they highlight the importance of leveraging digital assets and local expertise to transform the business models of DMOs and local government associations. Key Takeaways - Utilise Google Analytics 4 (GA4) to measure leads and bookings generated through your website and Visitor Information Centers (VICs). - Aim for financial independence by becoming the primary source of truth for planning and booking capabilities in your region. - Adopt a commercial approach, modernising booking systems and training staff to be sales-driven and commission-based. - Enhance customer interaction by adding pop-ups or lead magnets on your website, and providing sales training to VIC staff. - Ensure transparency and demonstrate value to local operators by opening up analytics and showcasing the leads and bookings generated. ➡️ All episodes https://www.tourismtribe.com/category/untangling-tourism-tech/ and listen to 'Untangling Tourism Tech' on your favourite podcasting app!